AT A GLANCE
There was no system for measuring social media engagement or tracking performance over time.
THE RESULTS
As residents of the Town of Sheridan, it was important to us to assist in building a brand and trustworthy voice for the town social media page. Needing a central voice of authority, we also worked to build that service for the community by sharing information early and often; always keeping in mind what residents may need to know at a given time.
CHALLENGES
As the reorganized town experienced growth and change, its communication approach benefitted from a structured system, consistency, and performance tracking.
SMALL FIXES CREATED BIG IMPACT
Reliable
Voice
Content
Scheduling
Metrics
Tracking
Intentional
Communication
We established a tone that felt welcoming and informed. Every post was written with this in mind. Post narrative was always professional, grammatically sound, and friendly.
We created a content calendar that would be filled in with dates that were important to the community, and worked to stick to a posting schedule that would eventually be relied on by residents.
We created a bespoke metrics tracker for the town. We focused in tightly to the details to learn what the community engaged with the most. From the hour, to the design style choices; we were actively working to find the best formula for the town.
We alerted to town council meetings and shared the agenda ahead of time to encourage community involvement. We also focused on steady output of commonly requested information such as voting locations, heavy trash days, and much more.
BUILDING THE SYSTEM
Metrics Tracking System
Custom-built tracker to monitor monthly and quarterly performance, including reach, engagement, and growth trends.
THE RESULTS
Audience growth increased ~123% over 12 months with the implementation of a basic posting schedule and intentional communication strategy.​​
"The Town of Sheridan had a partially functioning website calendar and virtually no social media presence. Ashley Beasley voluntarily contributed many hours to the enhancement of the website events calendar by meeting with town groups individually to market their events with the town website.
Additionally, Ashley conducted a town-wide survey that revealed a desire from townsfolk to have more town business sharing through Facebook. Ashley created a vision for the social media site and backed it with tactical strategy that would target reach, collaboration, and overall awareness that supports Sheridan's interests. She achieved every bit of that, increasing our members by many multiples, and she did every bit of it pro bono to help her community. She's easy to work with and produces fantastic results."
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-Levi Schrock, Former Sheridan Town Councilor